News Radio WBZ interviews AIS Media CEO, Thomas Harpointner on Interactive marketing components for future Super Bowl advertisements.

Suzanne Sausville with WBZ 1030AM News Radio in Boston looks to AIS Media, Inc. CEO Thomas Harpointner on the future of the Super Bowl commercials and the increasing importance of Interactive media in the advertising landscape.

“Not advertising in the Super Bowl is not a bad thing,” says Harpointner. “There will always be advertisers that have products and services that appeal to mass markets. Advertisers on the Super Bowl this year are companies with no brand recognition whatsoever and will be hoping to drive Super Bowl viewers to their website. In the case of Pepsi’s decision to pull out of the Super Bowl this year, it’s a smart decision because they already have massive market penetration.”

Key Points Harpointner Covered on Interactive Advertising:

• Who Should be Advertising: For newer brands or companies with new products to sell, Super Bowl advertising is still a great way to reach 100 million people in one shot. Existing brands will not see the best return on investment [ROI] and it’s really a time when newer companies and products can make splash.
• SMBs Follow the Major Players: Small to medium sized businesses (SMBs) who don’t have a multi-million dollar advertising budget can still learn from the big guys advertising in the Super Bowl. SMBs might not be able to afford a 3 million dollar television ad but they do advertise on TV, radio and in print therefore they can learn from their mistakes and copy their successes.
• Drive Traffic Online: Most advertisers will display their URL or make a specific advertisement for their website. Make the primary purpose for the consumer to get off the sofa, go to the computer and visit your website.